Volume 22

Celebrity endorsement is one of the leading marketing techniques today, celebrities’ pictures are being printed on millions of products and advertisements. This printings are attracting a great amount of consumers to purchase or stop by to learn more information about the brand. This research will talk about the relationship between celebrities and brands and the effects of celebrity endorsement; it explains how brands can choose the most suitable celebrity to endorse their products. This research combines text analysis and data analysis. A survey faces the target crowds and gathers data that help to create a more direct and actual analysis. The result indicates that celebrities can have significant effects on products and brands. Brands should find the most ideal celebrity endorsing by considering their style and backgrounds. This research can help brands to target suitable endorser and compress companies’ waste. Thus, it is meaningful for the development of marketing and economy.

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During the world wars, people experienced harsh realities and had no recourse. Traditional values were no longer suitable for the post-war world, but they could not find a new standard of living and suffered a crisis of identity. Given this background, both the existentialist thought of the philosophical world and the literary realm coincidentally turned to exploring the survival state of humankind. As a pioneering writer, Virginia Woolf had a meticulous portrayal and profound thinking about the spiritual state of human beings in the post-war period. The academic research on Woolf's works has mostly explored from the perspectives of feminism, epiphanic moments and narrative style of stream of consciousness, but less from the existentialist viewpoint. However, many of Woolf's works have different methods, leading to the same result with Existentialism. Therefore, this paper tries to analyse the existentialist tendency in Woolf's first stream-of-consciousness short story, The Mark on the Wall, with the theories of Jean-Paul Sartre and Martin Heidegger, the representative figures of Existentialism. The work shows the absurdity of the world and people's despair. The stream-of-consciousness narrative mingles the past, present and future, breaking the linear concept of time. It elaborates that people are free to exist but always face the constraints of established rules and conflicts with others, which coincides with Existentialism. In addition, Heidegger's view of the initiative of things is also reflected in the narrative way of constructing the protagonist's identity by depicting a series of objects in the piece.

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The consumerism trap is a phenomenon where individuals fall into a state of unlimited pursuit of materialism with over-consumption. Merchants often use invisible marketing tactics in selling goods to encourage consumers to consume impulsively and to buy some unwanted products. By reading books and academic journals and conducting online and on-site surveys, this paper investigated the main reasons that lead teens to fall into the trap of consumerism. With documentary analysis, quantitative research and statistical analysis, this paper explores the causes and solutions of the consumerism trap among youngsters in Xicheng District and Haidian District of Beijing, and also provides readers with an understanding and application of herding effect, mere exposure effect and psychological account related to behavioral economics. This paper hopes that this research can help guide teenagers to be alert to the pitfalls of consumerism and consume rationally.

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With the rapid popularization of the modern internet, the market has rapidly explored the commercial value of social media. Although social e-commerce is now standard and dynamic on different social media outlets, there was rarely an influential and rapidly growing e-commerce group or platform for a long time in the past until TikTok shop accompanied the emergence of TikTok. Compared with most new media e-commerce platforms, TikTok shop is an official e-commerce platform more closely attached to TikTok social software. To explore why TikTok’s new media e-commerce model can develop rapidly, analyze the advantages of TikTok in various process steps and collect and analyze relevant merchant data and user data to prove it. The study found that the reasons for the rapid development of TikTok shops are as follows: 1) TikTok stores use specific user groups as potential customers, promote products that these groups are more interested in, and vigorously cultivate sales blogs that promote products; 2) Unlike most new media e-commerce, in the TikTok e-commerce model, sales bloggers and TikTok also have considerable benefits, forming a multi-party win-win situation.

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The issue of nuclear-contaminated water in Japan has led to various concerns, including social public safety and food safety. This study aims to investigate the impact of this issue on the perception of social public safety among Chinese consumers by examining the spread of Japanese products in China. The study employs methodologies such as questionnaire analysis, online review collection, and examination of business statistics to analyze the data objectively. Focusing on the official discharge of nuclear-contaminated water into the sea as a crucial event, the study compares the social cognition of the audience on different social media platforms before and after the discharge. Quantitative and qualitative analysis using a subject analysis framework is used. The findings indicate that the discharge of nuclear-contaminated water in Japan has significantly improved people’s social cognition of public safety on Chinese social media, significantly changing their attitude toward Japanese products.

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The rise of the Internet makes information spread more widely and rapidly and its influence more powerful. This generation is significantly different from the previous generation. Studying the impact of the media on the new generation can help people understand how this information shapes their values and behavior patterns. Their consumption habits and market behavior have an essential impact on business and economic development. Similarly, in terms of achievement, it is also different from the previous focus. The reception ability and collective consciousness of this generation have changed unexpectedly. In short, studying the impact of media on the Generation Z is essential to understanding this generation’s characteristics and behavior patterns. This can help people better adapt to and respond to the changes in the digital age, provide them with better education, business, and social services, and make faster adaptation. The Generation Z age group, which is currently the largest population group and is anticipated to become the most important consumer group in the future, is the subject of this essay. This study gathers and analyzes opinions about Generation Z from a survey of people.

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Video games have become the mainstream entertainment for almost ages. Many people choose to become players of different games for different reasons, which makes the gaming industry have undergone earth-shaking changes in the past decade. This paper is mainly concerned with and investigates four types of games: MOBA, FPS, RPG, and MMORPG. Focus on users playing games and the reason why they choose the typical games to play. Especially their social behavior on several well-known social media such as Weibo, Bilibili, and Huya. Specifically, this paper focuses on combining the players’ preferences for social media and their backgrounds, reconstructing the profiles of the different game players and their true intentions for the games. The aim is to discover more about Chinese game player themselves and their surroundings. The research questions are as follows: 1) classification whether the correlation between their average play time and their interests exists. 2) Dig into the aims and reasons players’ choices between groups vary from person to person. 3) Research on factors influencing players’ social media choices.

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Gender-related discussions on the internet have grown, showcasing a surge in content from both feminist and anti-feminist perspectives. This cultural shift has caught the attention of society at large and has also found its expression within the realm of film and television. The present research aims to investigate this phenomenon by analyzing user reviews of the feminist movie Barbie across multiple online platforms in both Eastern and Western contexts. A comparative analysis approach is adopted, encompassing word frequency statistics, emotion analysis, and topic analysis. Through these innovative methods, this paper delves deeper into the following research inquiries: 1) What do Chinese feminists voice the primary concerns within online commentaries? 2) What is the prevailing sentiment and intensity of emotions experienced by Chinese audiences towards feminism? 3) How does Chinese feminism compare with its Western counterpart? 4) Are there varied opinions among Chinese audiences regarding domestic and foreign feminist films? If so, what are the disparities? The findings of this study shed light on the richness and diversity of online feminist discourse, as well as its resonance within different cultural contexts. This paper gains valuable insights into the socio-cultural dynamics surrounding gender-related issues by deepening the understanding of these factors. Ultimately, these results contribute to a more comprehensive understanding of contemporary feminist movements in the digital sphere.

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Tao Te Ching, a spiritual treasure of Lao Zi, has been searched by numerous scholars many times. However, searching for “Te” from a metaphysical perspective is rare but valuable. By looking up and analyzing “Te” in Tao Te Ching, the metaphysical definition of “Te” is a law that humans and nature obey. “Te” is related to concepts such as “Tao” and “goodness,” which reveal the hierarchical frame of the ethical subjects in Tao Te Ching, and the article also clarifies the difference between “Te” and “goodness”. Moreover, it proves that Lao Zi is a naturalist philosopher and believes “Te” originates from nature, since the source of “Te” is “Tao”, which human intention does not interfere with. Therefore, it fixes the blanket on searching for metaphysical “Te” and builds up a frame on the significant ethical subjects in Tao Te Ching, which could help people better understand and research the philosophical thoughts of Lao Zi.

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With the increasing exposure to social media, appreciating celebrities and artists is becoming increasingly common among teenagers, who have formed patterns and actions to “worship” their idols. Therefore, exploring the series of characteristics and influences of teenagers in the process of idol worship is of certain importance. This article takes teenagers as the research object and uses literature research method to explore the characteristics of idol worship and the impact that teenagers are affected during this process, as well as to improve relevant strategies for negative impacts. Through research results, it was found that the reasons behind idol worship include seeking recognition, idealizing character images, the need for emotional attachment, and the constantly expanding internet network. The negative impact of idol worship on teenagers, including their mental health and the formation of aesthetic standards. Subsequently, the author suggests addressing or reducing the impact of idol worship from three aspects: parents, schools, and the media, in order to optimize idol worship and its impact on youth communities.

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